DIGITAL CONTENT STRATEGY

TESCO BANK

OUR CHALLENGE

When Tesco Bank embarked on a site-wide improvements project, they realised it wasn’t just user experience and information architecture they needed, but a strategy for the content that would bring their digital proposition to life and make it relevant for customers.

We were asked to work alongside the site improvements team to develop a practical content strategy that would support the ongoing creation and governance of content for the site.

OUR APPROACH

Tesco Bank is a digital bank – a feature that should be central to the story it tells about itself and its behaviour online. To define this story and establish a central content narrative, we gathered inputs from around the business through stakeholder interviews and meticulous analysis of existing research and data. From the narrative, we were able to develop a set of categories (content pillars) and principles that mapped to customer needs and business objectives to create a working framework.

We were keen to make sure that we delivered a set of practical tools that could be used by anyone creating content to make the strategy real, rather than just a standalone document.

WHAT WE DELIVERED

Programme of stakeholder interviews and workshop sessions

End-to-end content strategy

Content tools and artefacts

Recommendations for an editorial board and ongoing governance

Social media strategy

RESULTS

The strategy has been rolled out and adopted across the business, and all web content is now created using the principles and artefacts we put in place.